Singapore – Omnicom Media Group (OMG) is uniting all its influencer capabilities globally under its marketing agency Creo. The move signals a shift in its influencer marketing approach, placing it at the core of its media strategy.
By centralising influencer capabilities, Creo can tap into the vast data available within Omni, the technology platform supporting all Omnicom agencies. It enables relevant creator discovery, precise planning and measurement, and alignment between creator and consumer actions.
Creo has data partnerships with Amazon, Google, Instacart, Snap, and TikTok, further bridging creators and commerce platforms.
The move complements recent launches within Omni, including the ‘Creator Briefing Tool’ that leverages Google Gemini, AI-powered ‘Creo Influencer Agent,’ and ‘Omni Creator Performance Predictor.’
Creo has led campaigns for brands such as Mountain Dew, Delta, and State Farm, using its influencer-centric approach.
“With influencers playing an outsized role in how consumers discover, experience and ultimately choose a brand, we’re bringing together the deep capabilities that we have built in this space – across all of our regions –under a single brand and approach to ensure that every client, in every market can access the same industry-leading talent, tools and technology to build influencer partnerships that unlock brand growth,” Florian Adamski, OMG CEO, said.
The Creo units in Asia-Pacific (APAC) under OMG’s offering are led by Georgina McKinnon, CEO of content at OMG APAC. In selected markets, including India in APAC, the capabilities will operate as OMGCreo.
McKinnon said, “Influencer partnerships are key for our clients, who look to drive cultural impact and build genuine connections with consumers. With Creo, our clients get access to end-to-end solutions that provide them with the strategic advantage to elevate their campaigns and drive measurable results in today’s dynamic market. We look forward to helping our clients lead in the influencer marketing space.”
